Live Coverage of Apple's iPhone X Event at Steve Jobs Theater

Apple's first-ever event at the Steve Jobs Theater begins at 10:00 a.m. Pacific Time, where it is widely expected to unveil the iPhone X, a new Apple TV with 4K video, and Apple Watch Series 3 models with LTE connectivity.

Steve Jobs Theater via Apple CEO Tim Cook

We should also be hearing final details and the official release date for iOS 11, and likely macOS High Sierra, watchOS 4, and tvOS 11 as well. And, of course, there may be plenty of other announcements and surprises in the cards.

10:02 am: "Welcome to the Steve Jobs Theater" on screen with a speech from Steve Jobs.

10:03 am: Apple CEO Tim Cook comes on stage and says "It's only fitting that Steve should open his theater."

10:06 am: Cook: Steve meant so much to me and so much to all of us. There's not a day that goes by that we don't think about him. Memories have especially come rushing back as we prepared for today and this event. It's taken some time, but we can now reflect on him with joy, instead of sadness. Steve's spirit and timeless philosophy on life will always be the DNA of Apple. His greatest gift, his greatest expression of his appreciation for humanity, would not be a single product. Rather, it would be Apple itself. We dedicated this theater to Steve because we loved him, and because he loved days like this, where we can share our latest products and ideas with the world. We do so not only to pay tribute to Steve, but to inspire the next generation of creators and innovators. Steve was a genius, and one of the many ways that he showed that was in his uncanny ability to unlock the talent of everybody that he worked with. He thought deeply about our workplace, and its surroundings, and he believed they should inspire talented people to do their best work. So, over a decade ago, he began to work on a new campus for Apple.

10:06 am: Cook: Steve's vision and passion live on here at Apple Park, and everywhere at Apple. Today, and always, we honor him.

10:07 am: Cook: We're here today to talk about some incredible products. Before we get to that, I'd like to take a moment and talk about what's happening in Florida, Texas, the southeastern United States, and across the Caribbean.

10:08 am: Cook extends his best wishes to those affected by Hurricane Harvey and Hurricane Irma, and talks about Apple's involvement in the Hand in Hand: A Benefit for Hurricane Relief Fund telethon.

10:10 am: Cook: We'll start moving into Apple Park later this year. Such a move is more of a process. The first big step is the opening of the Steve Jobs Theater. It's the most state of the art, purpose-built theater built just for events like this one. Caters to both technology and the environment. Connects extraordinary buildings with rolling hills for an inspiring workplace. Designed to be seamless with nature — it's open, transparent, and brings the outside in. It connects everyone to the beautiful California landscape. Powered by 100% renewable energy.

10:12 am: Ahrendts: I love the fact that the same team that designed Apple Park designed our largest retail stores around the world. Funny — we don't call them stores anymore, but rather town squares. 500 million visitors each year. What brings it all to life is our incredible teams — our people. The people are the biggest differentiators and humanize technology. We think of Apple Retail as our largest product.

10:13 am: Ahrendts is going over newer Apple Store features such as the Genius Grove and The Avenue shopping windows.

10:16 am: A video was shown of "Today at Apple" sessions at its retail locations, which are focused on topics such as coding, art, music, design, and photography.

10:17 am: Ahrendts: We're opening up the plaza at the Fifth Avenue store in Manhattan to let natural light in. The underground level will be greatly expanded. Apple Fifth Avenue will reopen late next year.

10:17 am: Ahrendts: We've recently announced an ambitious project to open a retail location at Carnegie Library in downtown Washington D.C.

10:18 am: Ahrendts: As Tim said, Apple's retail purpose has always been to enrich lives. So a huge thank you to the 65,000 Apple retail employees around the world for their passion and commitment.

10:18 am: Tim Cook is back on stage.

10:19 am: Cook: Let's get going on telling you what we're going to launch today, beginning with Apple Watch.

10:20 am: Cook: Apple Watch was designed to help people stay active, motivated, and connected, so they can live a better day. I'm happy to tell you more people are doing that than ever before. Since the launch of the Apple Watch Series 2, Apple Watch has experienced phenomenal growth. Last quarter, Apple Watch sales grew 50% year-over-year.

10:20 am: Cook: Apple Watch is now the best-selling watch—not just smartwatch—in the world. Industry-leading customer satisfaction rate of 97%.

10:21 am: "Dear Apple" video playing with customers talking about how Apple products have enriched their lives.

10:23 am: And, in some cases, the Apple Watch has even saved lives by bringing health concerns to the wearer's attention.

10:24 am: Cook: We have some great news about the future of Apple Watch, and to share it with you, I'd like to invite Apple COO Jeff Williams up.

10:24 am: Williams is recapping new watchOS 4 features, such as GymKit.

10:25 am: Williams: Today, the Apple Watch's heart rate monitor is the most used heart monitor in the world.

10:25 am: Williams: We're making advancements to the heart rate app. When you launch the heart rate app, you'll see new measurements, such as resting heart rate. Apple Watch calculates this daily.

10:26 am: Williams: The second thing we're doing is inspired by many of the letters we receive from customers who notice an abnormally high heart rate when they wouldn't expect one. But most customers wouldn't notice, so we're adding a feature. Now, Apple Watch will notify you when you have a high heart rate when you aren't being active.

10:27 am: Williams: Atrial fibrillation affects tens of millions of people and often goes undiagnosed. We've been looking at this for years, and we think we can help. Today, we're announcing the Apple Heart Study.

10:27 am: Williams: It will use data from Apple Watch and analyze arrhythmias, including atrial fibrillation. The first phase of the study will be available on the App Store later this year.

10:28 am: William: watchOS 4 will be available to all Apple customers on September 19.

10:28 am: Williams: Now, I'd like to introduce the next generation of Apple Watch.

10:28 am: Introductory video playing.

10:29 am: Williams: It has cellular built in.

10:29 am: Williams: Now you have the freedom to go anywhere with just your Apple Watch. This has been our vision from the very beginning. We believe built-in cellular makes Series 3 the ultimate expression of Apple Watch.

10:29 am: Williams: You can receive an important call with just your Apple Watch — and it uses the same phone number as your iPhone.

10:30 am: Williams: Coming next month, cellular is going to change the way we listen to music, because with Apple Watch Series 3 and Apple Music, you can stream 40 million songs on your wrist.

10:30 am: Beats 1 included.

10:31 am: Williams: We have packed Apple Watch Series 3 with the most powerful hardware in a watch. New dual-core processor that delivers 70% more performance.

10:43 am: Cue: Apple TV 4K is incredible, and it starts with two big advancements in picture quality. First is 4K.

10:43 am: Cue: 4K has four times the number of pixels as HD. But resolution isn't everything. There's an even more important factor: HDR, or High Dynamic Range. Apple TV 4K supports HDR10 and Dolby Vision.

11:04 am: Schiller showing example photos and reviewing features such as Portrait Mode.

11:05 am: New beta feature called Portrait Lighting. Compose a photo in Portrait mode of Camera app, and then subject gets separated from the background. Machine learning creates facial landmarks and changes the lighting of the subject’s face, while you are composing the shot. Fancy stuff.

11:14 am: Schiller: This is a simple thing. We do this everyday. We use our phones during the day, and charge them at night. Words can't describe just how much nicer it is to put it down and pick it up whenever you want to charge.

11:15 am: It's inductive charging — you put the iPhone on a charging pad — based on Qi standard.

11:15 am: Charging pads will be available from Mophie, Incipio, Belkin, and other accessory makers.

11:54 am: Cook: "One of the ways that I believe people express their appreciation to the rest of humanity is to make something wonderful and put it out there." — Steve Jobs. We hope you love what we've put out today. We think Steve would be really proud of them. I'd like to thank everyone at Apple that made this possible today. Cook invites those employees in the crowd to stand up.

11:55 am: There's a hands-on area for the media after the event.

11:55 am: Cook: "Thank you so much for spending the morning with us!"

11:55 am: The keynote has concluded. Stay tuned to MacRumors.com for complete coverage of today's announcements.

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